IDEAS home Printed from https://ideas.repec.org/a/aio/manmar/vxiiiy2015i2p382-391.html
   My bibliography  Save this article

Is The Behaviour Of Banking Services Consumers In Miercurea Ciuc Gender Different?

Author

Listed:
  • Erika KULCSÁR

    (Babe?-Bolyai University of Cluj-Napoca, Romania)

  • Emoke SZABÓ

    (Babe?-Bolyai University of Cluj-Napoca, Romania)

Abstract

The attitude of men and women is different towards a product or service; as such their buying behaviour is different. The question is whether gender is really an important segmentation variable in the banking sector? Also it’s worth analysing whether the commercial broadcast by television has a direct impact on the process of buying bank services, i.e. whether it contributes in a positive way to shape a positive brand identity. In order to find answers to these questions, a quantitative marketing research was conducted among residents in Miercurea Ciuc. According to the results was observed that: when purchasing banking/financial services, women too behave like men.

Suggested Citation

  • Erika KULCSÁR & Emoke SZABÓ, 2015. "Is The Behaviour Of Banking Services Consumers In Miercurea Ciuc Gender Different?," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 382-391, November.
  • Handle: RePEc:aio:manmar:v:xiii:y:2015:i:2:p:382-391
    as

    Download full text from publisher

    File URL: http://www.mnmk.ro/documents/2016_X1/Articol_9.pdf
    Download Restriction: no

    More about this item

    Keywords

    globalization; behaviour; quantitative marketing research; segmentation variables; attitude; bank;

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aio:manmar:v:xiii:y:2015:i:2:p:382-391. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Catalin Barbu). General contact details of provider: http://edirc.repec.org/data/fecraro.html .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.